| 書目名稱 | The Salience of Marketing Stimuli | | 副標題 | An Incongruity-Salie | | 編輯 | Gianluigi Guido | | 視頻video | http://file.papertrans.cn/920/919224/919224.mp4 | | 圖書封面 |  | | 描述 | In consumer and social psychology, .salience. has beengenerally treated as an attribute of a stimulus, which allows it tostand out and be noticed. Researchers, however, have only vaguelyarticulated the theoretical underpinnings of this term, thus impedinga thorough understanding of the perceptual processes behind its use incomplex marketing communications. .This book presents a theoretical approach for enhancing consumerprocessing and memory of marketing communication. Using schema theoryand an information processing approach, the model introduced here -briefly referred to as the .In-salience hypothesis. emphasizes thenature of prominence which is intrinsic to any salience constructreviewed in literature. This model is part of wider .Dichotic.theory of salience, according to which a stimulus is salient eitherwhen it is incongruent in a certain context to a perceiver‘s schema,or when it is congruent in a certain context to a perceiver‘sgoal..According to the four propositions of the model, .in-salient.stimuli are better recalled, affect both attention and interpretation,and are moderated by the degree of perceivers‘ comprehension (i.e.,activation, accessibility, and availability of | | 出版日期 | Book 2001 | | 關鍵詞 | communication; consumer; information; information processing; marketing; planning; research; social psychol | | 版次 | 1 | | doi | https://doi.org/10.1007/978-1-4615-1621-7 | | isbn_softcover | 978-1-4613-5645-5 | | isbn_ebook | 978-1-4615-1621-7 | | copyright | Springer Science+Business Media New York 2001 |
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